Changing any market is a difficult thing to do. For the longest time, it was up to companies to make things better for customers. Unfortunately, the larger corporations didn’t care about customer satisfaction as much as they should’ve. Now, companies go the extra mile to ensure that every customer has a wonderful experience every time they visit or buy online.
This shift in consumer behavior comes from the power of the crowd. More people are crowdsourcing their purchase decisions. As more people transition into digital lifestyles, researching businesses before buying is increasing in popularity. These days, online user reviews are the most trusted form of advertising.
Some companies haven’t figured out how to embrace this change. Others, like Fabletics, are capitalizing on the consumer trend. The easiest way to join the craze is to develop review-centric marketing strategies. Thanks to Fabletics’ relationships with its customers, it’s grown more than 200 percent in the last four years.
According to Shawn Gold, a TechStyle Fashion Group (Fabletics’ parent company) executive, much of the success the company’s experienced is thanks to user reviews. Online reviews are the new form of word-of-mouth advertising. It’s free and very beneficial to any company that wants to embrace the change.
Fabletics uses a subscription mechanic that offers a personalized service. Fabletics believes in forming a real bond with customers. This bond allows its designers to create products that members are more likely to buy. Thanks to those relationships, Fabletics was able to find a top spot in a market that was already dominated by activewear powerhouses like Nike, Under Armour, and Athleta.
The company’s success doesn’t stop there. Fabletics’ co-founder, Kate Hudson, also has her own mission. Known for her brilliant acting and fashion style, Kate Hudson’s taken on the challenge of America’s health problems.
She’s wanted to launch an activewear brand for a long time. When TechStyle approached her about the idea, she immediately knew what direction she would take the company. Other brands focus on making money or making people look good. Fabletics is about inspiring women to pursue a healthier lifestyle.
Fabletics creates lines for all sizes of women from XXS to 3X. It took a few years, but recently, the brand announced its expansion into plus sizes. Not a lot brands make plus-size lines and those that do usually charge about $250 for a pair of leggings.